Mars Australia decided to exit the seasonal and fundraising segments of the confectionary market, and to instead concentrate on growing M&M's core range - specifically, medium-sized bags. Young adult consumers were targeted for the campaign. The creative highlighted "colourfulness" via the concept of "colour break-up" with all the M&M's in a single pack now a single colour for a limited time. The "break-ups" between M&M's of different colours were dramatised through a 30-second TVC, which was also hosted on the brand's official website and Facebook page. Sales of the medium bag grew 58.7% in the first quarter - a total that includes 25.7% of baseline growth.